Boutique hotel group Malmaison is looking to expand into suburban areas, with hotels that have a strong focus on leisure membership.
Gary Davis (pictured), chief executive of Malmaison and sister brand Hotel du Vin, said that as well as opening four new hotels in traditional city-centre locations, he was looking to launch six to seven properties on the edge of major towns and cities. There are currently 12 Malmaisons situated between Aberdeen and London.
"We are running out of big city centres in which we can develop hotels, so in the smaller markets we are looking to add revenue generators to drive profit where the normal major city-centre room rates will not hit our profit or return expectations," he said.
The suburban Malmaisons will be located in new-build properties on 2.5-acre sites with 120 bedrooms, a high-specification gym and health club called MalLife for around 3,000 local members, Mal Bar and Brasserie, coffee shop and business club for local and national members.
It is a model Davis knows well, having, until the end of last year, worked as chief executive of the De Vere Village brand, which has a strong emphasis on leisure membership alongside its bedrooms, restaurants, pubs and coffee shops.
Potential sites for the new local-led Malmaison have already been identified on the outskirts of Bristol, Milton Keynes and Aberdeen, as well as at two locations within the M25.
Davis said that he expected all future Malmaisons would involve a leasehold agreement with developers.
"The brand is young in outlook and stylish - and the addition of wider facilities at new sites around the country will mean the properties become vibrant hubs both for business and pleasure across the UK."
By Janet Harmer
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